Is Andy Burnham the first Prime Minister to really get social media?

From hosting an ‘Ask Me Anything’ on Reddit, self-filming social videos or ‘authentically’ appearing on the extremely viral ‘Career Ladder’ hosted by influencer Max Klymenko, the PM’s social strategy has been everywhere over the past few months and it’s hard to miss it. Especially, when he’s singing The Smiths on the gram.  

Whether he’s for you or not, the strategy clearly communicates that the PM is with the times and knows how to meet people where they are. It’s clear, intentional and strategic and in my view, refreshing to see a social team trusted enough to garner strong, effective results with targeted audiences.  

What’s also evident is how this strategy is continuing to disrupt the traditional media landscape in Westminster. The use of Reddit, for example, is a new forum for journalists to flock to for his latest comments. And so far as disruption goes, appearing outside no.10 with no notes to read from, or a lectern? A very clever tactic indeed.  

So, how has Burnham used social media to take him on the journey from metro Mayor to PM?  

Reddit as a forum for authentic comms 

While it’s yet to cement its role in B2B social strategy, Reddit’s name crops up every so often as a beast to be aware of. Whether its influencing AI search and GEO, sharing local news and views, being used as a recruitment tool or, in Burnham’s case, the location for an ‘Ask me Anything’ (AMA), Burnham’s team have had no doubt in placing him slap bang in the middle of relevant forums.  

How does it work? Using video to promote the session, Burnham announces the date and time in which he’ll be online and responding to questions. Users can comment, raise concerns and ask his thoughts on whatever they like. It’s controlled, facilitated comms, with Burnham positioned to respond ‘authentically’ to key issues. 

Burnham’s replies can be found as the ‘OP’ of the discussion (meaning, original poster) – so as a viewer, you can effectively click through the ‘headlines’ depending on what you want to know, without reading ‘the news’.  

It’s quick, easy and most importantly, effective. The AMA from earlier this month received 3.4k upvotes and over 6,000 comments. That is an engaged audience, sharing meaningful comments at a crucial campaign point. Of course, Burnham is selective of the questions he’s responding to, but ultimately the recognition and transparency is something often missing in traditional media. 

Burnham’s ‘open door’ appearance is also reflected across his owned social media too. Using social video to sit in Cardiff city centre for a real-life AMA, the PM’s positioning is consistent across the board, instead of relying on traditional media to create and dictate the public’s perception, something Sir Keir Starmer arguably fell victim to.  

The PM is sipping an iced latte and getting on the career ladder 

It’s a sentence I wouldn’t have imagined writing this time last year, and while it’s hard not to laugh at the sudden zoom in of the PM sipping from an iced latte (AKA, the Gen-z symbol!), Burnham’s social team are truly leaving no corner of the internet untouched.  

Career ladder is a viral social series fronted by Max Klymenko, in which he has two minutes to guess your job. If he doesn’t get it, you walk away without revealing the job you’re vaguely describing.  

There is very little point to Burnham doing this, except, there is. Whether it’s a self-recorded video blind reacting to his favourite songs, or rating AI posters of No.10 North, using trending content to generate general awareness is as important as specific campaign content. 

What these videos show is, it’s not that deep and it’s not a waste of time. Posting human content will always be valuable. I’m just jealous I’ve not got Tim & Ian to do similar videos yet!  

According to The Mirror, a source close to the PM said it’s all about making himself “as accessible as possible” and looking at it from a perception perspective it works, very well.  

No notes! 

Finally, Burnham is getting a lot of praise for entering No.10 with no written notes in hand – even if it did take a few rehearsals.  

It’s a simple, but majorly effective choice that has left comments on Instagram including: “So refreshing to see somebody speak from the heart and not a prewritten corporate piece of paper” 

Need we say anymore? 

The real story here isn’t that the Prime Minister is posting on Reddit, appearing in creator content or leaving his notes behind. It’s that social is no longer a channel that runs parallel to a communications strategy. 

Burnham’s team understands something many businesses are still grappling with, and that is that audiences don’t always want polished corporate messaging delivered from a distance. They want accessibility, personality and direct engagement. 

Credit is due to the social and communications team behind Burnham. Whatever your views, their approach demonstrates the power of a social-first strategy that’s consistent, confident and audience-led.  

The question is: does your organisation’s social presence make you look relevant, accessible and in touch with your audience, or simply present? 

If you want to move beyond posting for the sake of it and build a social strategy that drives awareness, engagement and results, we’d love to help. Get in touch with the Aberfield team at hello@aberfield.com